IntroductionLast year, Campaign and Marketing set out to publish a series of key pieces about our industry that are worth preserving and celebrating. Here’s our latest gem. It’s from the 70s, an era when the heady mixture of fresh advertising thinking that Colletts, BMP and Saatchis contributed along with a new wave of agencies was – with the help of the soon-to-expand media independents – to transform the face of British advertising. Dave Trott’s How to get your first job in advertising is part of the powerful advertising record of that decade. When he wrote it, Trott was a copywriter at BMP, though soon to immortalise his name at Gold Greenless Trott. As well as a blindingly simple, logical and timeless guide to how to bash a portfolio into shape, this is a definitive explanation of what our industry is here to do: sell stuff, and build the value of brands by proving the long-term efficacy of the product. This piece is topped by CST’s managing director, Nick Simons. Part of the Cagney Group, the agency is staying true to Trott’s authenticity. It is introduced by Peter Souter, the deputy chairman of Abbott Mead Vickers BBDO, who regards Trott as a brilliant, altruistic, munificent teacher. Caroline Marshall Consultant editor Haymarket Brand Media

How to get your first job in advertising Dave Trott

Dave Trott How to get your first job in advertising

ForewordThirty years ago, Grange Hill made its first appearance on the BBC, The Deer Hunter won Best Picture at the Oscars, Steve Ovett was the sporting man of the moment and the biggest single on the “hit parade” was The Bee Gees’ Stayin’ Alive. And Dave Trott wrote How to get your first job in advertising. Given the mind-boggling scale of change over the past 30 years, nobody would expect something written at the time to have relevance today. And yet some of the best young creative directors in the business got their start by reading it. That’s because, although trends and styles change, great thinking never goes out of fashion. Techniques come and go but great thinking is always great thinking. And, what I notice is that Dave’s thinking always starts and finishes with selling. Over the years that I’ve been in the business, I’ve worked with some creatives who only want to win awards. Some who only 4

want to do funny commercials, some who only want to do classy commercials. But I’ve never worked with a creative who only wants to do work that sells. Selling is what we do. At least, it’s supposed to be. So everything Dave does, or his creative department does and everything he teaches is based on logic. The logic of selling. Not that it has to be boring or repetitive. ITV had a viewer’s poll of The 100 Greatest Ads Of All Time recently, and four of Dave’s ads were in it. Viewers don’t vote for ads they’re bored with, they vote for ads they love. But for Dave it wouldn’t be enough for the viewers just to love the ads unless the ads worked towards selling. He constantly reminds me and everyone we work with that selling is what we do. And, because it’s selling based on logic, it can be questioned, improved and measured. But, of course, nobody will buy anything if they zone out of the ads. So the work needs to be intrusive, fun, engaging and memorable. It’s not just airy-fairy, arty-farty “creativity”. He doesn’t expect advertisers to be patrons of the arts and run commercials purely for the entertainment and amusement of the viewing public. He expects them to work. Which is perhaps why D&AD recently presented Dave with The President’s Award (an accolade which they only hand out once every other year). If I was a client putting a pitchlist together, I’d always make sure I had at least one agency on it that I knew for sure was more interested in using my advertising budget to increase awareness and sales of my brand, and not just...

YOU MAY ALSO FIND THESE DOCUMENTS HELPFUL

...Revise your resume. Before you start job hunting, make sure that your resume is as complete and up-to-date as possible. Your resume is an important distillation of who you are, where you come from, and what you can offer. Here are a few tips to consider:
Be honest. Never lie in your resume; it will come back to haunt you later.
Use active verbs. When describing what you did at your last job,...

...of two referees one of whom should be your present / last employer. Referees must not be related to you.
1) Present or last employer
Name of company / individual: Charles James Developments
Address:
Jason/Kelly Moody
Charles James Development Services
Leyland Farm
Hockely
Essex SS5 6AJ
Contact number:
Email: jason@cjdev.co.uk
Job...

... Advertising is an evolution of techniques and human interaction and is helped with the technological advances and the creation of consumer and customer’s relations; I believe that advertisement has created awareness in the new advanced world we live in that connects all the people. I will discuss the advertisement piece throughout the essay and emphasize its aspects throughout the research done the advertisement I chose is about BP, it is a multinational company that...

...﻿
Advertising
Introduction:
Advertising is a form of communication that typically attempts to
persuade potential customers to purchase or to consume more of a
particular brand of product or service than competing brands or services –
or if the advertising in not on behalf of a brand but for instance a public
service – to change their behaviour.
Modern advertising developed with the rise of mass production in the late
19th...

...Decoding an Advertising Campaign
AAMI
In this following essay I will be discussing and analysing the advertisement
campaign of Rhonda and Ketut created by AAMI car insurance. I will go over
the strengths and weaknesses involved, the use of propaganda and further
advertising and it’s benefits.
In 2011 AAMI launched a campaign which would soon become one of
Australia’s most loveable story lines. AAMI decided to take a different approach
when releasing this...

...﻿Communication strategy of Bajaj’s quadricycle
About Quadricycle
The RE60 was unveiled at the January 2012 auto expo in New Delhi, the RE60, and India’s first quadricycle. It is very different from the quadricycles in Europe, which are expensive, low-volume, novelty vehicles made of exotic materials. The RE60, on the other hand, is a tiny vehicle that feels like a well-appointed auto rickshaw. But right now it is a big deal.
Powered by a water-cooled, 216-cc,...

...﻿
How To Get a Job
Moonsun Jang
Sep 11, 2013
Intermediate Writing Class
Dr. Bryson
From time to time, one needs to write a resume or prepare to complete a job application. Depending on the type of job you are looking for, you will need a resume, CV, and a cover letter or you will need to complete an application for employment. A resumes is like a showcase of an applicants’ history of work to the employer. The...

...Respond to “Learning: YourFirstJob”
“Learning: YourFirstJob” is a very good article that worth to spend time to read it. The writer professor Robert Leamnson wrote this article with good intention. Moreover, he did explain the information in detail and extremely clear, in order to make sure most of the people can understand information in this article.
In this article he gave the college students some...

Study Tools

Company

Follow

{"hostname":"studymode.com","essaysImgCdnUrl":"\/\/images-study.netdna-ssl.com\/pi\/","useDefaultThumbs":true,"defaultThumbImgs":["\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_1.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_2.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_3.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_4.png","\/\/stm-study.netdna-ssl.com\/stm\/images\/placeholders\/default_paper_5.png"],"thumb_default_size":"160x220","thumb_ac_size":"80x110","isPayOrJoin":false,"essayUpload":false,"site_id":1,"autoComplete":false,"isPremiumCountry":false,"userCountryCode":"US","logPixelPath":"\/\/www.smhpix.com\/pixel.gif","tracking_url":"\/\/www.smhpix.com\/pixel.gif","cookies":{"unlimitedBanner":"off"},"essay":{"essayId":34374826,"categoryName":"Organizations","categoryParentId":"3","currentPage":1,"format":"text","pageMeta":{"text":{"startPage":1,"endPage":12,"pageRange":"1-12","totalPages":12}},"access":"premium","title":"How to Get Your First Job in Advertising","additionalIds":[17,9,27,264],"additional":["Literature","Entertainment","Sports \u0026 Recreation","Sports \u0026 Recreation\/Hobbies"],"loadedPages":{"html":[],"text":[1,2,3,4,5,6,7,8,9,10,11,12]}},"user":null,"canonicalUrl":"http:\/\/www.studymode.com\/essays\/How-To-Get-Your-First-Job-539742.html","pagesPerLoad":50,"userType":"member_guest","ct":10,"ndocs":"1,500,000","pdocs":"6,000","cc":"10_PERCENT_1MO_AND_6MO","signUpUrl":"https:\/\/www.studymode.com\/signup\/","joinUrl":"https:\/\/www.studymode.com\/join","payPlanUrl":"\/checkout\/pay","upgradeUrl":"\/checkout\/upgrade","freeTrialUrl":"https:\/\/www.studymode.com\/signup\/?redirectUrl=https%3A%2F%2Fwww.studymode.com%2Fcheckout%2Fpay%2Ffree-trial\u0026bypassPaymentPage=1","showModal":"get-access","showModalUrl":"https:\/\/www.studymode.com\/signup\/?redirectUrl=https%3A%2F%2Fwww.studymode.com%2Fjoin","joinFreeUrl":"\/essays\/?newuser=1","siteId":1,"facebook":{"clientId":"306058689489023","version":"v2.8","language":"en_US"},"analytics":{"googleId":"UA-32718321-1"}}